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Efteling, The Ocean Cleanup & Anne Frank House most popular brands on Instagram

Efteling, The Ocean Cleanup & Anne Frank House most popular brands on Instagram

What do The Efteling, The Ocean Cleanup and Anne Frank House have in common? We found the answer in our research into the best performing Dutch brands on Instagram. Read more about the developments in the Dutch Instagram Top 100 of the second quarter in this article.

 

The Instagram Top 100 is compiled based on independent research by social media agency Somention. The most successful Dutch and international brands with a Dutch account on Instagram are rated based on the number of followers, likes, comments and engagement rate*. Every quarter, the brands that score best on average on all these points appear in the Instagram Top 100. At the end of the year, the list with the most successful brands on Instagram over 2022 will be announced. The complete list of quarter 2 can be found further on in this article. 

Consistency 

The Efteling, The Ocean Cleanup and Anne Frank House are on the leaderboard in this quarter’s Instagram Top 100. All three brands are definitely no strangers to being at the top of this list. The answer to the question what these different brand accounts have in common? Besides providing inspiring content on Instagram, it is a dedicated fanbase that these brands have carefully established. By doing so, they all prove that they can consistently perform on the platform, have a loyal community and maintain that community. Just like bol.com, for that matter, which came in fourth this quarter. 

The account that dominated the headlines in the 1st quarter of this year, G-Star Raw, has completely disappeared from the list this 2nd quarter. This means that a successful campaign can take you far, but a solid always-on strategy is also useful to reach the final Top 100 at the end of the year. Furthermore, a number of new brands joined the list this quarter, including Body&Fit Netherlands, ANWB, Paula’s Choice Netherlands, Spotify Netherlands, The Upside Down Amsterdam and Flink Netherlands. Wondering if your brand made it to the Q2 list? Check it out below!

 

Dutch Instagram Top 100 – Q2 2022 

 

Q2 2022
Account
Followers
Engagement Rate
Rise / Drop
1
@efteling
343,736
3.41%
+2
2
@theoceancleanup
698,649
2.01%
+3
3
@annefrankhouse_official
179,373
2.48%
+3
4
@bol_com
235,448
2.22%
-2
5
@shell
378,742
1.50%
+5
6
@giethoorn_village
150,134
2.50%
+2
7
@visitkeukenhof
100,033
2.44%
+2
8
@pinkpopfest
75,906
6.18%
+18
9
@vangoghmuseum
2,239,858
0.83%
-5
10
@schorembarbier
419,739
1.03%
-3
11
@walibihollandofficial
106,599
2.06%
+2
12
@albertheijn
173,157
1.29%
+36
13
@bodyandfit_nl
100,232
1.69%
+93
14
@vanmoof
148,582
1.18%
+30
15
@rijksmuseum
744,307
0.66%
+1
16
@gemeenteamsterdam
83,518
1.37%
-2
17
@coolblue
53,518
3.07%
+3
19
@thelemontree.nl
67,310
1.80%
+4
20
@videolandonline
170,357
0.77%
+2
21
@netflixnl
530,272
0.49%
-4
22
@klm
1,366,693
0.45%
+7
23
@wondr.experience
111,186
0.87%
+23
24
@diergaardeblijdorp
67,677
1.26%
-6
25
@lowlands_fest
77,059
1.13%
-4
26
@schiphol
91,049
0.94%
+13
27
@attractieparktoverland
48,042
2.17%
0
28
@karwei
271,531
0.56%
+19
29
@anwb
43,217
2.26%
+137
30
@tuinederland
120,952
0.76%
+29
31
@mcdonaldsnl
133,113
0.68%
-3
32
@ns_online
45,958
1.97%
+2
33
@primevideonl
29,384
3.98%
+31
34
@nlvogue
223,953
0.49%
+75
35
@vuamsterdam
28,000
4.31%
+10
36
@flugelnl
27,085
4.55%
+4
37
@nationaleoperaballet
73,884
0.88%
38
@daftrucksnv
76,637
0.82%
+4
39
@artipoppe
368,350
0.43%
+22
40
@prinsesmaximacentrum
27,630
3.39%
+3
41
@wnfnederland
67,614
0.94%
+14
42
@patta_nl
516,493
0.39%
-1
43
@thebulldogofficial
128,182
0.61%
+14
44
@kruidvat
153,587
0.54%
+47
45
@paulaschoicenl
45,809
1.47%
+208
46
@hunkemoller
1,245,444
0.30%
-31
47
@playstation_nl
76,962
0.77%
-17
48
@lidlnederland
149,781
0.53%
+2
49
@tudelft
50,043
1.23%
+22
50
@uva_amsterdam
58,313
1.05%
-15
51
@redbullned
173,355
0.47%
-32
52
@myjewellery
514,440
0.33%
-3
53
@gemeenterotterdam
67,584
0.86%
0
54
@transavia
95,833
0.63%
-30
55
@pathe
177,369
0.44%
-19
56
@spotifynl
41,847
1.38%
+132
57
@volkswagennl
26,482
2.67%
+9
58
@upsidedownamsterdam
40,306
1.42%
+165
59
@universiteitleiden
50,271
1.13%
-8
60
@deschoolamsterdam
68,212
0.75%
+51
61
@heineken
689,828
0.28%
-50
62
@erasmusuniversity
37,963
1.39%
+68
63
@blondamsterdamnl
63,885
0.80%
-30
64
@dilleenkamille
376,310
0.30%
+25
65
@ritualscosmetics
846,283
0.25%
-2
66
@bksfestival
32,011
1.48%
-1
67
@artis.amsterdam
32,227
1.33%
+9
68
@rijksrestaurant
42,405
1.12%
+57
69
@toogoodtogo.nl
112,896
0.45%
-38
70
@tonyschocolonely_nl
68,951
0.62%
-10
71
@wobbelboard
157,982
0.36%
-34
72
@radboud_uni
24,991
1.76%
-14
73
@nintendonl
39,900
1.01%
-21
74
@landalnl
41,038
0.93%
+46
75
@cruyff
77,496
0.48%
+23
76
@allerhande
311,357
0.24%
+31
77
@bugaboostrollers
435,725
0.20%
+65
78
@erasmusmc
22,582
1.98%
+50
79
@swapfietsnl
14,896
5.91%
+79
80
@aktiesport.nl
59,127
0.62%
+17
81
@disneynl
48,421
0.74%
+2
82
@corendon
117,942
0.36%
+39
83
@zusss.nl
172,037
0.26%
+39
84
@msmode
84,724
0.42%
+51
85
@flinknederland
17,358
2.23%
+128
86
@postcodeloterij
59,322
0.57%
+51
87
@mostwantednl
371,363
0.19%
-25
88
@rivieramaison
204,348
0.24%
-16
89
@wildlandsnl
26,941
1.16%
-4
90
@museumvoorlinden
129,195
0.29%
-20
91
@kfcnederland
17,906
2.04%
-12
92
@hemanederland
464,866
0.18%
-17
93
@chocomelnl
13,267
4.33%
+6
94
@decathlonnederland
22,035
1.53%
-26
95
@vedder.vedder
237,994
0.20%
+7
96
@lovestoriesintimates
325,222
0.19%
+71
97
@lentezoet
17,451
2.04%
-9
98
@duinrellwassenaar
30,194
0.93%
+31
99
@disneyplusnl
53,300
0.59%
-7
100
@beeksebergen
35,249
0.80%
-14

 

Explanation of study

In this independent research, a number of things were taken into account when selecting the brand accounts. To obtain a reliable engagement rate, only accounts with more than 5,000 followers were included. Excluded are (news) platforms, broadcasters, programmes, agencies and sports clubs. In addition, accounts with an 18+ setting (such as those of some alcoholic beverages and lotteries) are excluded due to Instagram’s settings. 

*Engagement rate is calculated as follows: the number of comments and likes per post divided by the number of followers.

Curious about how the brands in our neighbouring countries perform on Instagram?

View the Belgian Instagram Top 100 here
View the German Instagram Top 100 here

Is your brand not listed? Please contact us via this form.

 

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